Campaign for Glenwood, Inc.

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The Autism and Behavioral Health Center of Alabama

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Campaign for Glenwood, Inc.

  1. 1. G Add Title Here Glenwood i The Autism & Behavioral Health Center of Alabama
  2. 2. G Table of ContentsDesign justification ............................................................................................. 1 Design JustificationSummary .............................................................................................................. 2 Glenwood is devoted to helping indi-Secondary research ............................................................................................. 3 viduals reach their full potential andPrimary research ................................................................................................. 5 be productive members of society. ByPrimary data results ........................................................................................... 6 providing services and training, individu-Situation analysis ................................................................................................ 7 als learn the life and professional skillsSWOT and core problems statement ............................................................. 8 they need to flourish and thrive. Each skill is a building block for achievementGoals and objectives .......................................................................................... 9 and success. We recognize Glenwood’sKey publics overview ...................................................................................... 10 unique offerings in the continuum ofCore facts .......................................................................................................... 11 care that focuses completely on individu-Messages, strategies, tactics als. We conceptualized a modern feel of General public .................................................................................... 12 Glenwood’s image to illustrate these ser- State policymakers ............................................................................ 17 vices. The block design through out this Families and people with autism .................................................... 20 proposal represents the services, skills and care that Glenwood offers to each Educators ........................................................................................... 25 individual. The Glenwood “G” in VivaldiCalendar ............................................................................................................. 29 script is used to represent GlenwoodBudget ................................................................................................................ 31 because it is more easily recognized thanEvaluation .......................................................................................................... 33 the traditional logo by the general public.Appendix ........................................................................................................... 34 1
  3. 3. G SummaryGlenwoodGlenwood self-identifies as the “best In order to achieve this goal, it is impera-kept secret” in Alabama, as it touches the tive that the general public understandslives of more than 7,000 individuals andfamilies affected by autism. Glenwood the impact of autism in society. Once the general public understands how autism Glenwood’shas an enormous opportunity to share affects children, adults and families, mission is “to increaseits story further and impact thousands Glenwood can work to break down themore. Glenwood has the opportunity to general public’s barriers and increaseincrease awareness of the organizationas a leader in autism services, which will awareness on a local and national level. awarenessnaturally increase the number of clients There is also a remarkable opportunity of the organizationit can serve, as well as the number of do-nors, grants, volunteers and community in digital media to engage and inform many of the target audiences. By using as a leader insupporters. social media tools to engage with clients, advocates and supporters, Glenwood can autism services”Glenwood’s mission over the past year spread its mission and information abouthas been to increase public awareness autism, potentially benefitting thousandsabout autism and become a nationally of individuals on a daily basis – nation-recognized organization. ally and worldwide. 2
  4. 4. G BackgroundSecondary ResearchThroughout the country, the number Glenwood has been a part of the Bir- up to six months for a child to receive aof children diagnosed with autism is mingham community for 35 years and proper test, which requires several hours.increasing at an alarming rate. One in strives to provide hope and compassion Autism is a lifelong disorder, thus mak-100 children will be diagnosed with the through the integrity of its facilities. ing early childhood diagnosis critical. Itdisorder, and the rise of the now national is imperative that parents recognize theepidemic has resulted in the increased In order to successfully communicate the symptoms and have their child tested asneed for specialized care and educational awareness of autism, Glenwood’s target soon as possible.facilities. The rise in occurrences of audiences must understand the effectsautism in Alabama is undeniable. Ac- on those who are diagnosed with thecording to Easter Seals, Alabama children disorder, beginning with children. Chil- “ Alabama childrenwith autism ages 3-21 who had receivedspecial education services had risen from dren diagnosed with autism demonstrate numerous characteristics that influence with autism ages 3-21849 in 2000 to 2,737 in 2009. their behavior within social settings such who had received special education as restricted, repetitive and stereotypedGlenwood Inc., The Autism and Be- patterns of interests. Children who suf- services had risen fromhavioral Health Center of Alabama, hassuccessfully provided intimate care and fer from autism often lack the ability to appropriately respond to social cues, and 849 in 2000education for individuals diagnosed their lack of normal social interaction to 2,737 in 2009 .”with autism, as well as support for their leads to isolation. Though it is vital thatparents, siblings and relatives. autism is diagnosed early on, it can take - Easter Seals 3
  5. 5. G BackgroundSecondary ResearchThough some individuals diagnosed It is also crucial to understand the envi- The resulting Alabama Interagency Au-with autism have high functionality, it is ronment of other organizations and non- tism Coordinating Council with the Ala-undeniable that many people with autism profits operating or working in Alabama bama Department of Mental Health andneed specialized care throughout child- that may affect both potential clients and Retardation developed a long-term planhood and adult life. donors of Glenwood. for a comprehensive and coordinated statewide system of care for individualsRecognizing autism as a national epi- Because these organizations are mostly with autism spectrum disorder.demic has led to the development of volunteer-driven from the same poten-numerous specialized services including tial bases of volunteers and donors thatearly diagnoses, care centers, education Glenwood may seek, there is heightenedduring childhood and post school age, competition for resources and attention “Many people with autismtherapy and accommodations for autistic of families and others affected by autism.adults.The increase of these services allows The Alabama Autism task force, estab- lished by Governor Bob Riley in 2008, need specializedindividuals with autism to make positive examined the diagnosis and treatment care throughout childhood adult life.”advancements, but there is still an enor- of individuals with autism and reportsmous need for more of these services. its findings and recommendations to the and state legislature. 4
  6. 6. G ResearchPrimary Research MethodologyThe initial assessment of Glenwood’s Research was conducted among the gen-situation indicated that the organization eral public to determine Glenwood’s cur-primarily needs assistance with raising rent position in the community. The sur-awareness of the organization and the vey was given randomly to 98 people andservices it provides. It was necessary to featured 19 questions. These questionsconduct research to assess a benchmark will help accurately assess and addresslevel of awareness for Glenwood and also Glenwood’s potential opportunities andanalyze the effectiveness of its current threats. This method of research will alsocommunication tactics and strategies. allow for effective analysis to determine successful methods to communicate with current and potential publics.WhoisGlenwood ? 5
  7. 7. G BackgroundData Results• Nearly half of respondents were 18-25; the rest of the participants were equally distributed • • 45 percent of respondents are not comfortable donating online Almost all participants know “only18% recognized• Three out of five respondents were female what autism is; only 72 percent know the common signs Glenwood’s name”• 95 percent were Caucasian • Three out of five have a• Almost all had at least a high connection to someone with autism school education • Internet is the main source of• 89 percent were Alabama information and entertainment 3 residents for this audiencce• One-third of respondents had a combined house- • The Glenwood logo only has a four percent recognition rate “ out of 5 hold income of $100,000+ • Only 18 percent recognized have a• 43 percent were single Glenwood’s name connection• Half of participants have children to someone with autism”• 87 percent indicated they contribute to nonprofit organizations• 65 percent prefer donating small amounts over time 6
  8. 8. G Situation AnalysisSituation AnalysisGlenwood Inc., The Autism and Behav- Glenwood aspires to be a nationally One of Glenwood’s strengths – beingioral Health Center of Alabama serves a known organization and leader in autism, an established organization that is wellunique need in the community, provid- yet has not achieved brand positioning regarded and grounded in tradition – ising services for people affected by autism in the local nor statewide community. also a key challenge. By maintaining aand severe behavioral health needs. The organization appears unaware of the strong dedication to tradition, GlenwoodBecause it primarily serves clients who needs and expectations of the publics may face difficulties in competing withare often members of Medicare and Med- who seek to interact and contribute to its the numerous sister organizations onicaid programs, Glenwood relies heavily mission, while minimizing its efforts of both a state and local level.on volunteers and contributions from the outreach to various communities.community. Glenwood’s lack of understanding of the Glenwood can successfully reposition potential of investment in Web technolo-However, Glenwood has a skewed self- itself, increase strategic activities and gies, such as a strong Web and socialperception of its organization, which become nationally known by enhanc- media presence, may alienate a youngeraffects the prospective results of both ing cohesion internally and externally and technologically savvy potentialinternal and external efforts to promote through the maximization of established donor base. The skewed self-perceptionawareness of the mission of the organiza- communication channels. and unwillingness to update its brandtion and to raise funds to support the or promote brand awareness could alsomission. result in a dwindling donor population. 7
  9. 9. G Situation AnalysisCore Problem/Opportunity SWOTBy enhancing cohesion internally and Strengths : Opportunities:externally through maximizing existing • Strong and varied services available • Positioning as brand leader locallycommunication channels, Glenwood can • Well-established in the community and statewidepromote brand recognition and success- • Commitment to clients • Enter digital environment withfully position itself as a leader in provid- strategic approaching services for autism on the local, stateand potentially national level. Weaknesses: Threats: • Skewed self-perception • Numerous statewide autism • Unaware of needs and expectations agencies (competition for resources of those who seek interaction with and volunteers) Glenwood • Lack of Web presence • Lack of understanding of digital tech- nology potential 8
  10. 10. G Goals and ObjectivesGoal ObjectivesGlenwood’s goal is to increase awareness 1. To raise awareness of Glenwoodof the organization locally and statewide Inc., The Autism and Behavioralby enhancing existing relationships and Health Center of Alabama, amongbuilding relationships with the commu- 300,000 people of the general publicnity, without affecting support for other by April 2011.organizations by emphasizing the unique 2. To obtain 500 more “Autism Heroes”offerings of Glenwood Inc. and donations to support Glenwood’s mission by October 2011. 3. To increase knowledge of autism and its signs and symptoms among 250,000 people of the general public by October 2011 4. To improve perception of Glenwood’s relationship with key publics by increasing online interactions to a minimum of 5 per week by November 2010. 9
  11. 11. G Key P ublicsOverviewFour publics have been chosen for thiscampaign that align with the objectives Families of people with autism are appre- ciative of Glenwood’s support in their ev- 1. General publicto enhance existing relationships and eryday lives, and they want to give back.to build stronger relationships in new Providing families with an opportunitypublics and communities. Most of the to get involved will fulfill their desire to 2. State policymakersgeneral public is unaware of Glenwood; participate in the fight against autism,however, they are the most likely to get all while contributing to Glenwood’sinvolved and donate micro-amountswith minimal persuasion after becom- mission. Additionally, they will naturally promote Glenwood via word-of-mouth 3. Families and peopleing aware of Glenwood’s services and within the autism community. Finally, with autismthe needs within the community. State future educators are highly likely to takepolicymakers may be aware of Glenwood on a cause to which they can commit re-on a general level, but need further infor-mation to raise their awareness of Glen- sources and time. Autism and Glenwood can become that cause if these students 4. Educatorswood’s services that benefit residents are provided resources and tools on howof Alabama. They will be important to to get involved.assist in promoting events in their localcommunities, while leading Glenwood’smission in the state legislature. 10
  12. 12. G C ore FactsCore FactsAutism and related disabilities are severely Glenwood is a nonprofit organization Glenwood is committed to research and is ahandicapping, neurological disorders which incorporated in 1974 for the purpose of member of a scientific research communitybegin at birth or by age 3 and affect multiple educating and treating individuals diagnosed affiliated with the University of Alabamaareas of development. They are developmen- with autism, emotional disturbances and at Birmingham that includes physicians,tal disabilities that typically involve delays mental illnesses. Glenwood is devoted to scientists, clinicians, Glenwood staff andand impairment in social skills, language helping individuals reach their full potential Glenwood Board members.and behavior. Autism is a spectrum disorder, and be productive members of society.meaning it affects people differently. One in 100 children is diagnosed with Through state-of-the-art training for person- autism. Because there is no cure and theThere is no known cause of autism and nel, collaboration with nationally renowned cause is unknown, education and the vitalrelated disorders. Until the cause of autism is clinicians and linkages with academic health services that Glenwood provides are the onlydetermined, Glenwood must focus its efforts centers for clinical care and research, Glen- way to combat autism.on providing research-based interventions wood assures the highest quality servicesfor children faced with these disorders. to consumers and families in the state and Glenwood’s services are supported by com- region. munity donations that go directly towardGlenwood leads the state in providing funding Glenwood’s mission to provide be-behavioral health care and educational The treatment, education and welfare of each havioral health care and educational services.services that are responsive and complimen- individual are important, and they should betary to a continuum of care for persons with based on best-practice concepts.unique mental health disorders. One in 100 children is diagnosed with autism. 11
  13. 13. G General P ublicGeneral Public Primary MessagesThe general public is a broad audience of Autism can shatter life as you know it.local communities and neighboring areas Education and knowledge are your onlysurrounding Birmingham that can be tools. Get informed.easily influenced and reached throughmass media. They are mostly unfamil- Pecans have a purpose. Your gift williar with Glenwood, but are inclined to make a difference.support and donate to issues that couldpotentially touch their families. Thesecommunities should be reached witha message or story that is personal andhighlights the changes that autism bringsfor the entire family. 12
  14. 14. G General P ublicSecondary MessagesGlenwood holiday pecans raise funds The Allan Cott School was the firstthat are essential for the operation of school established in Alabama to offerGlenwood’s programs and services for educational and therapeutic services tochildren, adolescents, adults and families children with autism.with autism and behavioral and mentalhealth disorders. Enjoy fresh pecans and delicious pecan- flavored coffees from Glenwood andGlenwood, The Autism and Behavioral know that you are providing opportuni-Health Center of Alabama, is a 501(c)3 ties for people with autism and mental,nonprofit that uses the proceeds from emotional and behavioral disorders. Eachthis sale to benefit all of its 20 plus pro- year, people like you help Glenwoodgrams and services including residential fulfill its mission by purchasing pecans,and housing, family support services, coffees and gift items during its annualdiagnosis and assessment, educational sale.services and therapeutic services.More than 30 years ago, Glenwood’s Hol-iday Pecan Sale began as a fundraisingeffort to benefit the Allan Cott School,Glenwood’s founding program. 13
  15. 15. G General P ublicRaise awareness through a mass media autism awareness campaign during autism awareness month.Tactics• Pitch an autism awareness story to • Promote a YouTube video contest forprint, TV and radio each week during groups of children (two or more) to cre-autism awareness month ate a one-minute video about the impor- tance of autism awareness – winners of• Discuss the Autism Hero Campaign in the video contest have the opportunityevery pitch and interview to serve as Glenwood Advocates for the next year• Prepare PowerPoint presentations onautism for junior board members topresent at other civic and social organiza-tions• Provide a fact sheet on autism in Ala-bama• Visitors tour Glenwood campus andmeet clients on Autism Awareness Day 14
  16. 16. G General P ublicStreamline Glenwood communications to present a unified message and brand identity to the public.Tactics• Redesign the magazine/newsletter• Redevelop the design and informationon the poster boards that Glenwood usesduring presentations• Build a PowerPoint template for allexternal Glenwood presentations• Redesign the Glenwood brochure• Create one-pagers that correlate withthe services illustrated in the Glenwoodbooklet series• Redesign the Glenwood bumpersticker Glenwood Brochure 15
  17. 17. G General P ublicImprove communication for fundraising initiatives to more effectively share Glenwood’s messages with intended audiences.Tactics• Have clients create artwork for schoolsthat partner with Glenwood• Design new artwork to make bucketsstand out in the store• Develop banners for Southern FamilyMarkets (two total)• Redesign pecan Web site• Include a letter in pecan buckets abouthow to stay connected and get involvedwith Glenwood 16
  18. 18. G State PolicymakersState Policymakers Primary MessageMembers of the state legislature and Policymakers are one of the key playersother state government positions affect in affecting system changes for peoplelegislation that help people with autism with autism. You don’t just change laws –at school, at work and in their daily lives. you change lives. How are you doing it?Many policy makers have previouslyworked with overall access to medicalcare and may be persuaded to be spokes-persons for Glenwood initiatives toimprove access for people with autismand behavioral health concerns.The legislators that already have a strongtie with the cause can be leveraged toincrease the number of prominent figuresthat will associate themselves publiclywith Glenwood and the autism cause.It is important to make sure that theyreceive and achieve media and generalrecognition for their efforts. 17
  19. 19. G State PolicymakersSecondary MessagesLegislators play an important role by sup-porting legislation that helps people withautism in schools and in the workplace.Your job impacts thousands of peoplewith autism and their families statewide.How are you helping?You can play a larger role by steppingup and advocating loudly on behalf ofpeople with autism. Support Glenwoodand legislation that is beneficial forpeople with autism. 18
  20. 20. G State Policymakers Involve policymakers in spokesperson campaigns to increase awareness and attention.Tactics• Initiate a spokesperson campaign thatprovides a media kit for each policymak-er’s office and set up a media campaignin his or her district or area of representa-tion• Develop a recognition program forpolicymakers who promote the autismcause and enact legislation and policythat makes a significant change in thelives of people with autism• Bring forth autism awareness legisla-tion on a yearly basis, including resolu-tions for Autism Awareness Month• Petition policymakers to support im-portant autism legislation that supportsGlenwood’s mission 19
  21. 21. G Families and People with AutismFamilies and People with Autism Primary MessageThe families of people with autism live You didn’t have a choice about autism.day in and day out with the diagnosis. You do have a choice about state-of-the-Their lives have been changed drastically art behavioral health care and educationand organizations like Glenwood help by services. You can choose Glenwood.providing support and resources. Theyare highly motivated to the cause andunderstand the need for education andadvocacy among the general public. They “You can choosewant to get involved as champions andleaders for local movements. Glenwoodneeds to make sure they have the oppor-tunity and tools to stay involved and givethem the channels to demonstrate theirpassion and motivate the local communi-ties. Glenwood.”   20
  22. 22. G Families and People with AutismSecondary Message Appendix I: Updated content weekly & suggestions of content for multiple audiencesYou know that autism impacts one in 100children because it impacts you and your Sample audiences Sample contentfamily every day. There may be no known Parents 101 Autism for parents First things firstcure for autism yet, but there is education Next stepsand services that can help you and your Fast forward – future steps Glenwood servicesfamily. Resources Siblings 101 Autism for siblings Friends 101 Autism for friends Teachers 101 Autism for Teachers Point to teacher resource center Glenwood resources Additionally: 1. Add links from Connections articles – at least one per week. Can be from previous issues 2. Announce new issues of Connections magazine 3. Post questions or polls to followers – can begin including poll results on site or in a mini-section of magazine; can also be used to get questions for an ask the expert column 4. Repost relevant posts from followers with links to interesting articles – aim for at least 3 per week 5. Respond promptly to anyone who tweets to the account (1 day is goal) Appendix J: Sample guidelines for social media audit 1. Audit should be similar to this document, thoroughly researching the autism online environment and other resources for families and people with autism 2. It should include a list of celebrities, families, patients, advocates, doctors/care providers, etc 3. It should be a tiered list by local, state, and national locations 4. It should include a brief summary of the persons background/connection with autism 21
  23. 23. G Families and People with Autism Engage people and families of people with autism through digital technology.Tactics• Use Twitter to engage with people • Link from Web site to all social mediathrough @replies and @mentions to profiles (i.e. links to Facebook, Twitterbuild discussions about issues related to and YouTube icons on all pages in a con-Glenwood and autism sistent location)• Begin strategically following peopleand other organizations on Twitter whotalk about autism• Retweet (“RT”) key pieces of informa-tion and news to establish Glenwood asa key information provider in the autismfield• Pose questions to followers andprovide information from Glenwood orother Web sites as references and to pro-mote general awareness and knowledgeof Glenwood 22
  24. 24. G Families and People with AutismEngage people who are known advocates of autism through blogger and social media outreach to form partnerships with Glenwood.Tactics• Conduct a social media audit of autism • Introduce Glenwood to these key Appendix C: Sample people to follow on Twitterto determine key opinion leaders online, opinion leaders and request feedback onincluding doctors, celebrities, fam- various initiatives and programsily members, people with autism andanyone related to autism who is engagingin various social media sites and tools– include local, state and national keyopinion leaders• Build a media list of key opinion lead-ers and stay up-to-date on the nichesthat concern them in order to effectivelytarget these leaders when promotingGlenwood events or information• Retweet and share key content fromkey opinion leaders that is relevant to theonline audience 23
  25. 25. G Families and People with Autism Use the Internet to become a well-known resource for people and families with autism.Tactics• Use hash tags and a synonymous tag-ging system across Twitter, Facebook,YouTube, the Web site, blogs and otheronline tools to increase search engineoptimization for Glenwood• Enhance the navigation capabilitiesand design of the Glenwood Web site• Increase the updates to the GlenwoodWeb site by updating or adding new con-tent to the Web site once a week• Provide tips and information for fami-lies, educators and public servants whointeract with people with autism 24
  26. 26. G C urrent and Future EducatorsCurrent and Future Educators Primary MessageStudents preparing to work in education You will be leaders in the classroom andare likely to be involved in organizations educational system as champions on be-that will introduce them to K-12 issues half of students with autism. Glenwoodand needs regarding special education. wants to help prepare you and provideThey are currently a strong source of resources to make your jobs easier.volunteers and are likely to become moreinvolved as they enter the classrooms andschool systems that have childrenaffected by autism. They may not beaware of Glenwood, but they are likelyto be easily persuaded to raise aware-ness and funds for Glenwood and to belifelong champions. Current educatorsare on the front lines and understand theissues facing the classroom. They shouldbe given an opportunity to be recognizedfor their work and support of childrenand families with autism. 25
  27. 27. G C urrent and Future EducatorsSecondary MessagesThe rise in occurrences of autism inAlabama is undeniable. According toEaster Seals, Alabama children with “Autism is notautism ages 3-21 who received special an issue that will go away...”education services had risen from 849in 2000 to 2,737 in 2009. This only citesstudents who receive special educa-tion and does not accurately representthe number of children with autism inAlabama.Teachers will be the first to face this risein the numbers of autism cases. Autism isnot an issue that will go away, so it isimportant to be adequately preparedwhen you enter the classroom.Glenwood can help you help your stu-dents. 26
  28. 28. G C urrent and Future Educators Prepare students and educators for the challenges they may face with autism in the classroom.Tactics• Create modules or informationalguides for educators on how autismaffects students in the classroom• Develop summer workshop or trainingand certification program for teachingstudents with autism• Develop webinars and podcasts aboutworking with students with autism. 27
  29. 29. G C urrent and Future Educators Recognize current educators helping people with autism in the school systemsTactics• Develop “Autism Champion” programto recognize educators who are class-room champions• Engage current champions and otherteachers who work with students withautism to develop best practices forAlabama schools 28
  30. 30. G C alendar October 2010 November 2010 December 2010 January 2011 February 2011 March 2011 April 2011 May 2011 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4Key Public General PublicStrategy mass media autism awareness campaignTactics Media kit for local print, TV, radio Discuss autism hero campaign in media appearances Power point presentation on autism & Glenwood Fact sheet on autism in Alabama Posters introducing YouTube video contest for area schools & clubs YouTube video contestStrategy streamline general Glenwood communicationsTactics New magazine/newsletter design New presentation boards Power point presentation template for all external Glenwood presentations New Glenwood brochure New Glenwood booklet series One-pagers of Glenwood services Glenwood bumper stickerStrategy Improve fundraising communicationsTactics Client-created artwork for Glenwood partner schools New artwork for Glenwood pecan buckets New Glenwood banners for stores Redesign pecan brochure Redesign pecan Web site letter in pecan buckets about Glenwood & autismKey Public State policy makersStrategy Spokesperson campaignTactics Media kit for each participants office to send out Pitch letter for all state policy makers News release announcing partnerships Plaque/framed certificate for each participant Propose autism awareness legislation Pitch policy makers on autism legislation 29
  31. 31. G C alendar October 2010 November 2010 December 2010 January 2011 February 2011 March 2011 April 2011 May 2011 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4Key Public Families and people with autismStrategy Engage through digital technologyTactics Twitter engagement Strategic following on Twitter Retweets Provide info on Glenwood on Facebook and Twitter Create badge of all social media profiles for Web siteStrategy Blogger/social media outreachTactics Social media audit Media list Shared content online Glenwood outreach/blog pitchesStrategy Use Internet to promote wealth of Glenwood resourcesTactics Use hashtags/tags to enhance searchability New Glenwood Web site Update to Glenwood Web site minimum once a week Post information for multiple audiences on all sitesKey Public Future and current educatorsStrategy Prepare students & educators for autism in the classroomTactics Online informational guide for teachers Summer workshop Informational flyers InvitationsStrategy Recognize current educatorsTactics Autism champion program Informational flyers Nomination form Award letter to champions 1-day forum for select teachers to develop best-practices Invitation Agenda 30
  32. 32. G Budget Detail Per Item Cost Total Projected Sponsored Credit Actual ProjectedKey Public General PublicStrategy Mass media autism awareness campaignTactics Media kit for local print, TV, radio 10 folders @ 2.75/ea $2.75 $27.50 $0.00 $27.50 Fact sheet on autism in Alabama 10 @ .02/ea $0.02 $0.20 $0.00 $0.20 Glenwood brochure 10 @ .075/ea $.075 $0.00 $0.00 $0.00 Glenwood fact sheet 10 @ .02/ea $0.02 $0.20 $0.00 $0.20 News release 10 @ .02/ea $0.02 $0.20 $0.00 $0.20 Media brief on Autism Awareness month 10 @ .02/ea $0.02 $0.20 $0.00 $0.20 Fact sheet on Autism Hero campaign 10 @ .02/ea $0.02 $0.20 $0.00 $0.20 Discuss autism hero campaign in media appearances no cost $0.00 $0.00 $0.00 $0.00 Power point presentation on autism & Glenwood Prepared by Glenwood $0.00 $0.00 $0.00 $0.00 Fact sheet on autism in Alabama 500 @ .02/ea $0.02 $10.00 $0.00 $10.00 Posters introducing YouTube video contest for area schools & clubs 50 @ 1.0/ea $1.00 $50.00 $0.00 $50.00 Strategy Subtotal: $3.95 $88.50 $0.00 $88.50Strategy Streamline general Glenwood communicationsTactics New magazine/newsletter design no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00 New presentation boards 4 @ $30/ea $30.00 $120.00 $0.00 $120.00 Power point presentation template for all external Glenwood presentations no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00 New Glenwood brochure 5,000 @ .075/ea $.075 $375.00 $0.00 $375.00 One-pagers of Glenwood services 750 (250 ea) @ .2 ea $0.20 $150.00 $0.00 $150.00 Glenwood bumper sticker 100 @ 1.25/ea $1.25 $125.00 $0.00 $125.00 Strategy Subtotal: $31.53 $770.00 $0.00 $770.00Strategy Improve fundraising communicationsTactics Client-created artwork for Glenwood Frames (24 @ 2.7/ea) $2.70 $65.00 $0.00 $65.00 New artwork for Glenwood pecan buckets no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00 New Glenwood banners for stores no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00 Redesign pecan brochure no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00 Redesign pecan Web site Donated by Rob Clark Design $1,525.00 $1,525.00 $1,525.00 $0.00 Letter in pecan buckets about Glenwood & autism no cost – UA Campaigns class $0.00 $0.00 $0.00 $0.00 Strategy Subtotal: $1,527.70 $1,590.00 $1,525.00 $65.00 31
  33. 33. G Budget Detail Per Item Cost Total Projected Sponsored Credit Actual ProjectedKey Public State policy makersStrategy Spokesperson campaignTactics Media kit for each participants office to send out 140 @ 3.25/ea $3.25 $455.00 $0.00 $455.00 Pitch letter for all state policy makers 140 @ .02/ea $.02 $2.80 $0.00 $2.80 News release announcing partnerships 140 @ .02/ea $.02 $2.80 $0.00 $2.80 Plaque/framed certificate for each participant 140 @ .02/ea $.02 $2.80 $0.00 $2.80 Propose autism awareness legislation no cost $0.00 $0.00 $0.00 $0.00 Pitch policy makers on autism legislation no cost $0.00 $0.00 $0.00 $0.00 Strategy Subtotal: $3.31 $463.40 $0.00 $463.40Key Public Families and people with autismStrategy Engage through digital technologyTactics Twitter engagement no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Strategic following on Twitter no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Retweets no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Provide info on Glenwood on Facebook and Twitter no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Create badge of all social media profiles for Web site no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Strategy Subtotal: $0.00 $0.00 $0.00 $0.00Strategy Blogger/social media outreachTactics Social media audit no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Media list no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Shared content online no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Glenwood outreach/blog pitches no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Strategy Subtotal: $0.00 $0.00 $0.00 $0.00Strategy Use Internet to promote wealth of Glenwood resourcesTactics Use hashtags/tags to enhance searchability no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 New Glenwood Web site Design by Rob Clark Design $1,625.00 $1,625.00 $1,625.00 $0.00 Update to Glenwood Web site minimum once a week no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Post information for multiple audiences on all sites no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Strategy Subtotal: $1,625.00 $1,625.00 $1,625.00 $0.00 32
  34. 34. G Budget Detail Per Item Cost Total Projected Sponsored Credit Actual ProjectedKey Public Future and current educatorsStrategy Prepare students & educators for autism in the classroomTactics Online informational guide for teachers no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Summer workshop Informational flyers 100 @ .02/ea $0.02 $2.00 $0.00 $2.00 Email invitations to teachers no cost – Glenwood staff time $0.00 $0.00 $0.00 $0.00 Agenda 100 @ .02/ea $0.02 $2.00 $0.00 $2.00 Power point printout/notes 100 @ 1.00/ea $1.00 $100.00 $0.00 $100.00 Questionnaire/feedback forms 100 @ .02/ea $0.02 $2.00 $0.00 $2.00 Snacks Panera Bread $.50 $50.00 $0.00 $50.00 Drinks Panera Bread $.35 $35.00 $0.00 $35.00 Lunch Panera Bread $6.00 $600.00 $0.00 $600.00 Certification 100 @ .25/ea $0.25 $25.00 $0.00 $25.00 Strategy Subtotal: $8.16 $816.00 $0.00 $816.00Strategy Recognize current educatorsTactics Autism champion program Informational flyers 100 @ .20/ea $0.20 $20.00 $0.00 $20.00 Nomination form 75 @ .02/ea $0.02 $1.50 $0.00 $1.50 Award letter to champions 50 @ .02/ea $0.02 $1.00 $0.00 $1.00 Certificate 50 @ .25/ea $0.25 $12.50 $0.00 $12.50 1/2-day forum for select teachers to develop best-practices Invitation 25 @ .02/ea $0.02 $.50 $0.00 $.50 Agenda 25 @ .02/ea $0.02 $.50 $0.00 $.50 Worksheet 25 @ .02/ea $0.02 $.50 $0.00 $.50 Feedback form 25 @ .02/ea $0.02 $.50 $0.00 $.50 Snacks Panera Bread $2.00 $50.00 $0.00 $50.00 Drinks Panera Bread $.40 $10.00 $0.00 $10.00 Strategy Subtotal: $2.97 $97.00 $0.00 $97.00 Total Projected: $2,299.90 33
  35. 35. G EvaluationCriteria Tools1. Promote awareness of Glenwood Inc. 1. Glenwood staff will keep track of 3. A follow-up survey with pecan buy- among 300,000 people by October mass media coverage to estimate ers who have been re-exposed to the 2011 exposure of Glenwood’s message. message can partially measure mes- Although this doesn’t measure mes- sage penetration. Also, a poll of the2. Increase of 500 Autism Heroes by sage penetration, it will measure general public asking individuals to October 2011 awareness of Glenwood’s name and recognize what the symptoms of au- its services. In addition, a follow-up tism are will measure the retention of3. Increase awareness of autism and its survey should be sent out to pe- the autism signs messaging. Presenta- signs and symptoms among 250,000 can buyers and put out among the tions to audiences by Glenwood staff in the general public by October general public to gauge the increase and junior board members can also 2011 in awareness from the established be reviewed to measure participation benchmarks. and audience recall.4. Increase online interactions to 5 per week by November 2010 2. Records should be kept of the num- 4. Records kept of the number of ber of Autism Heroes. Glenwood tweets, Facebook messages/posts, will also track the general donations YouTube videos and other output received for Glenwood through tra- messages by Glenwood staff. These ditional fundraising activities. will then be tracked in addition to re- sponses and the follow-up comments Glenwood staff provides. 34
  36. 36. G Appendix Audience: General Public 35 Glenwood Fact Sheet Autism Hero Fact Sheet for Autism Awareness Month for Autism Awareness Month
  37. 37. G Appendix Audience: General Public 36 Autism in Alabama Fact Sheet for Autism Awareness Month
  38. 38. G Appendix Audience: General Public Invitation to Tour Glenwood Art Program Information Letter 37
  39. 39. G Appendix Audience: General Public Glenwood Brochure 38
  40. 40. G Appendix Audience: General Public Glenwood’s Power Point Template Glenwood’s One-Pager 39
  41. 41. G Appendix Audience: General Public Glenwood Presentation Boards 40
  42. 42. G Appendix Audience: General Public Glenwood Bumper Sticker Glenwood Pecan Bucket 41
  43. 43. G Appendix Audience: General Public Glenwood Web Site Pecans with a Purpose Web Site 42
  44. 44. G Appendix Audience: General Public Pecans With a Purpose Banner Letter for Pecan Buckets 43
  45. 45. G Appendix Audience: State Policymakers Autism in Alabama Fact Sheet Autism Information for Legislation in Alabama 44
  46. 46. G Appendix Audience: State Policymakers Autism in Alabama Fact Sheet News Release 45
  47. 47. G Appendix Audience: State Policymakers Autism Information for Legislation in Alabama 46
  48. 48. G Appendix Audience: Families and People with Autism Sample Page of Social Media Audit Sample Page of Social Media Tactics 47
  49. 49. G Appendix Audience: Educators Summer Workshop Autism Champion Information Sheet 48
  50. 50. G Appendix Audience: EducatorsChampion Invitation Letter Webinar Resource Center 49
  51. 51. G C ampaign Group Account Executive Editor Dana Lewis Kayla Gail Anthony Creative Team Research Team Javier Arenas Christen Jarratt Molly Chambers Kelvin Jones 50

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